1. Use a template. Having a standardized format for content
delivery helps ensure you don’t omit important information. Select a name for
your newsletter that is recognizable. It can be as simple as “News from Maggie
Toussaint” or you might take a different slant like my friend, JL Wilson, whose
newsletter is titled, “As the author learns.” Decide upon a font and determine
the number of columns. For longer newsletters, page numbers and table of
contents are helpful features. Images engage readers, so sprinkle them
liberally throughout the newsletter.
2. Start with a brief personal message. A greeting at the
start of a newsletter sets the tone, personalizing the message and engaging the
recipient immediately. Seeing their name in the newsletter gives you another
moment of reader interest and creates the impetus to keep reading. Many utilities offer this personalization
feature, or you can create a simple macro to plug the names into the space
after “Dear”. Alternately, a global word such as “friends” might be employed
for the less technologically savvy.
3. Deliver your news. Tell what’s new in your world. If you
have a new book coming out, announce it here. Engage the reader with details
and heighten the anticipation. Provide an update on your current books to
ensure readers have a second chance to learn about them. Highlight any recent
success of former books, such as a contest win, which helps readers feel good
about their purchases.
4. Announce your appearance schedule. Booksigingings, talks
to local groups, conferences, online activities (blogs, chats, workshops) are
of interest to your readership. Remember to point out any media appearances on
radio or TV. Provide links to interviews in print media and ezines. If you have
an upcoming blog tour, mention stops on that tour and provide links.
5. Expand your focus to the larger picture. Provide a
value-added bonus for your readers by sharing interesting insider information.
Topics might include market news, bookstore news, e-readers, an interview with
an industry professional (agent, editor, bookseller), etc.
6. Offer your opinion. This could be tied in with the larger
picture, but it should be clearly labeled as your opinion. By taking a stand on
a market-related issue, you have another chance to connect personally with
readers and become viewed as an expert. The goal here is to win readers and not
alienate them.
7. Include an article about author’s life. Readers want to know how authors get their ideas, how they write, how much they write and so on. You might illustrate a point of research or highlight a marketing hook on your upcoming book release to keep the focus on your new product. Alternately, this section might list your recent blog subjects with permalinks to the original posts.
8. Offer a glimpse into the products you use/read. If you’ve
read or reviewed a good book lately, let your readers know. This helps further
establish you as an expert in your field.
9. Share an unrelated interest. If you actively help a cause,
such as Brenda Novak’s work with multiple sclerosis, a brief mention is
appropriate. Alternately, if you have an amusing pet or hobby or love to cook,
this is a good place to mention it in an engaging way. The idea is to continue
to engage the reader, to further establish you as a friend.
10. Provide contact information. Make sure you give readers a way to connect with you. You could limit this to an email address, but in this day of social connectivity, providing your user names for Facebook, Twitter, LinkedIn, Goodreads, and other social media will help you stay connected to readers between newsletters. At a minimum, include your website and blog addy.
Above all, your newsletter should reflect who you are as a
writer and a person. Keeping in mind that no one has time to read an
encyclopedia, ensure your content is written in an engaging style and is to the
point. There is no gold standard for length in newsletters, though shorter is
perceived as better from the sense that readers will read the whole thing. If
you find you have ten pages of content for a quarterly issue, consider putting
out a one-pager every month.
Your goal as a newsletter writer is to provide value and
drive product interest. A good newsletter will appeal to the senses and keep
them coming back for more.
Maggie Toussaint
mystery and romance author
Death, Island Style and Murder in the Buff coming in March
I keep toying with a newsletter, but in the end give it up. I learned from my Sell Sheets, that many people don't open attachments of any kind--either they don't want to, don't know how, or afraid to. (like my sister--she won't open anything in an attachment, even from me.)
ReplyDeleteSo, I like one that appears as an email, like yours...but can't seem to figure that out, either. Maybe some day.
It's funny how people still view attachments as the anti-Christ. These days you can get a virus without an attachment, but I understand how prejudice works. Once something is perceived as a threat, it stays that way, even if the falsehood is debunked.
DeleteI transitioned from an attachment email to one that shows up in the body of the email for the same reason. I want to make sure folks see it. I rely on bright colors, pictures, and text to hold their attention. If you want to learn more about my system, please email me privately.
Great common-sense advice for all those with a newsletter, Maggie. I'll bookmark this for the day I decide to get on the newsletter bandwagon.
ReplyDeleteSometimes the most common-sense things are hard to round up when it comes to newsletters. People think it has to be this big wondrous edition, when it's better if its frank talk from you to a friend. I like having a list of options when I sit down to write up my news. But still, I manage to forget something every now and then.
DeleteMaggie, great items for a newsletter! I love creating mine, but sadly, I've been so swamped, I haven't been able to put it out on a monthly basis so I'm going to drop to a quarterly basis like you've got. I'm prepping it now to release in March. Thanks so much for sharing your ideas.
ReplyDeleteSmiles
Steph
Steph, Your newsletters are terrific, but I can understand about life getting in the way. I'm on a quarterly basis for that very reason.
DeleteThanks for such an informative post! I've been toying with the newsletter idea, but haven't done much with it. I did sign up with MailChimp? Is that what it's called. MailChimp?
ReplyDeleteIt seems like a lot, but I need to draw in more readers, so I'm thinking of adding a contest every month like Janet Evanovich does. It can't be anymore expensive than advertising...
Hi Kate, My friend Diana Cosby holds a contest every month. It's a good idea - that's twelve more copies of your book in circulation every year. Considering how books get passed around, it's a great way to find new readers.
DeleteI don't use MailChimp, but it sounds interesting. I use a utility called Vertical Response. You pay a modest fee for the emails you send out. I think right now its something like 1000 emails for $15, and you can import your distribution list into their system, so there's no retying all that stuff. I like Vertical Response because it gives a "Constant Contact" kind of appearance for a fraction of the cost. With a quarterly schedule of issues, it only costs me about $15 to put out a high quality issue with images and links.
I swopped from sending out a dedicated email 'Newsletter' to using Mailchimp after I bought a new laptop. I found it a steepish learning curve, but now I've decided on my format and bookcovers I use that as a base and just change the text. It's free until I reach, I think, 2000 recipients (I should be so lucky!) and gives reports on openings/click throughs.
ReplyDeleteWhat I need to get on top of is getting readers to sign up for it.
BTW, Mailchimp being in the Cloud and not on my HD was a godsend when a corrupt Windows installer meant I had to return the laptop to factory settings at the weekend. I still haven't got my mail client Thunderbird up & running, so it will be Cloud for emails from now on.
Linda, Mailchimp is new to me, but it sounds like it is working for you. I also like having my newsletter utility "off-site" as I have been caught unaware by hard drive crashes too. I'm glad to hear you have discovered an easy way to get your news out. It makes all the difference in the world, doesn't it?
DeleteHi Maggie, this is great info. I haven't done a newsletter yet, but am printing this out for future reference. Thank you!
ReplyDeleteAlison Chambers
www.alisonchambersromance.com
Excellent points, Maggie, and thank you for the reminder that it's time for me to send my next newsletter.
ReplyDeleteFantastic post! Clear and concise. Thanks for sharing!
ReplyDeleteI love how colorful your newsletter is, Maggie! I also use Vertical Response. Great host.
ReplyDeleteThis seems not only easy to follow but that key component - endlessly repeatable. How nice that the creative heavy-lifiting can remain focused on the story!
ReplyDeleteHi Maggie -- Very useful information! Thank you. I keep toying with the idea of starting a newsletter, but so far lack of time has kept me from doing it.
ReplyDeleteMaggie,
ReplyDeleteExcellent information, thank you for sharing. I have several newsletters I enjoy for the reasons you stated above. Have a super day! *Hugs*
I like it very much
ReplyDelete